In 2024, coffee is no longer just a morning ritual in India—it has evolved into a lifestyle choice, an indulgent experience, and even a cultural symbol. What was once a niche beverage is now a booming industry, with consumers seeking out gourmet blends, artisanal experiences, and ethically sourced beans. This year, coffee in India is all about personalization, convenience, craft, and conscious consumption. Whether it’s a busy professional grabbing a quick cold brew or a coffee connoisseur experimenting with premium South Indian filter coffee, one thing is clear: India’s coffee culture is experiencing unprecedented growth and transformation.

According to the Godrej Food Trends Report 2024, Indian consumers are increasingly drawn to unique coffee experiences. Whether it’s the rise of experiential workshops, the growing focus on coffee bean provenance, or the revival of traditional Indian brews, coffee is no longer just a caffeine fix—it’s an experience. As Rajat Agrawal, CEO of Barista Coffee, succinctly puts it, “The acceptance of coffee in India has grown remarkably, especially among younger consumers. Over the past few years, coffee has evolved from being a niche beverage to a lifestyle choice.”

The demand for premium, customized coffee experiences is shaping the Indian coffee market. As new trends take root and old traditions are revived, India is positioning itself as a unique player in the global coffee landscape.

A Gourmet Coffee Experience

One of the most exciting trends to emerge from the Godrej Food Trends Report 2024 is the rise of convenient gourmet coffee options. More than 80.8 percent of experts predict a surge in premium coffee offerings that combine quality and convenience. Consumers are no longer content with grabbing just any cup of coffee—they want their coffee to be rich, flavorful, and easily accessible. This trend is being driven by a growing demand for high-end, specialty brews that cater to busy lifestyles.

Anand Jain, Co-Founder of Nothing Before Coffee, offers insights into this shift: “Younger people are increasingly interested in the nuances of coffee, exploring different blends and brewing methods, and making coffee a key part of their lifestyle.” His brand, which blends global coffee trends with flavors that resonate with Indian consumers, reflects this growing sophistication. Jain continues, “We constantly innovate to meet the evolving preferences of our customers, ensuring a balance between quality and affordability.”

Brands like Nothing Before Coffee and Barista are adapting to the demand for both quality and convenience by offering a variety of specialty brews. NBC’s signature creamy Shrappe and Barista’s Tiramisu Iced Latte are just a few examples of the growing trend toward indulgent yet convenient beverages. With the rise of cold brews, plant-based milks like almond and oat, and healthier, sugar-free options, coffee lovers in India have never had more choice.

Rajat Agrawal observes that personalization is a key factor driving the market. “At Barista, we recognize the diverse palate of Indian consumers and the growing demand for customization,” he says. “We offer a wide range of options, from indulgent beverages like our Coffee Bubble Tea to healthier alternatives such as our sugar-free Iced Teas and milk substitutes like Oat/Almond milk.”

India’s coffee drinkers are looking for more than just caffeine—they are looking for unique, personalized experiences that fit into their fast-paced lives.

Coffee as an Experience

While convenience is crucial, Indian consumers are also increasingly interested in understanding the coffee-making process. 75 percent of experts predict a rise in educational and experiential coffee workshops, where enthusiasts can learn about brewing techniques, taste different varieties, and immerse themselves in the art of coffee.

These workshops are a natural extension of India’s growing coffee culture, where consumers are no longer passive drinkers but active participants in the brewing process. Experiential spaces that offer workshops, tastings, and brewing demonstrations are becoming increasingly popular, providing consumers with opportunities to deepen their knowledge and appreciation of coffee.

Rajat Agrawal points out, “We are seeing a growing appreciation for artisanal coffee, with consumers becoming more aware of the origins and brewing methods of their beverages.” At Barista, experiential coffee spaces have become a key part of the brand’s strategy, offering customers interactive experiences that go beyond just drinking coffee.

Similarly, Tata Starbucks is expanding its experiential offerings. Adrit Mishra, COO of Tata Starbucks, shares how the brand is leading this trend with their first experiential store in Punjabi Bagh, New Delhi. “This year, we’ve introduced our first experiential store offering exclusive new beverages like the Malabar Coconut Cream Latte and Cinnamon Jaggery Latte, alongside unique brewing methods like the Aeropress—available for the first time in India.”

For Tata Starbucks, these experiential spaces serve as a way to engage customers and provide them with more than just a transactional coffee experience. As Mishra explains, “We crafted the ‘Classics’ range for Indian consumers who prefer their coffee light, perfectly balanced in sweetness and texture, reflecting our country’s rich heritage infused with Starbucks expertise.”

Workshops and tastings are set to play a central role in how Indian consumers engage with coffee in 2024 and beyond. These events not only deepen consumers' appreciation for coffee but also allow brands to build stronger relationships with their audience.

Knowing Where Your Coffee Comes From

As India’s coffee culture matures, consumers are paying more attention to where their coffee comes from, 73.1 percent of experts expect a rise in provenance-focused coffee, where the origin of the coffee beans plays a significant role in the consumer’s choice.

Provenance-focused coffee emphasizes the journey of the beans—from the farm to the cup—highlighting sustainable growing practices, distinct flavor profiles, and ethical sourcing. Indian consumers, increasingly aware of environmental and social issues, are drawn to brands that offer transparency about their coffee’s origins.

Regions like Coorg and Chikmagalur have gained a reputation for producing high-quality Indian-origin artisanal coffee, and these regions are expected to command even more attention in 2024. Locally sourced beans from these areas offer a unique taste and represent a growing trend of supporting homegrown coffee.

Adrit Mishra from Tata Starbucks highlights how their blends reflect this trend, “For Indian consumers, our blends range from the Diwali Blend—sourced and packaged in India—to the India Estates Blend, celebrating the Starbucks journey from bean to cup.”

Consumers are also becoming more conscious of sustainability, favoring brands that prioritize ethical sourcing and eco-friendly practices. Rajat Agrawal confirms this trend, noting, “Sustainability is another key trend, with consumers increasingly favoring brands that focus on ethical sourcing and eco-friendly practices.”

As coffee drinkers become more discerning, provenance-focused coffee is expected to be a major force in shaping India’s coffee market. Whether it’s supporting local growers or opting for ethically sourced international beans, consumers are making informed choices about the coffee they drink.

A Traditional Brew Gets a Modern Twist

One of the most exciting developments in India’s coffee market is the revival of South Indian filter coffee, with 71.2 percent of experts believing that premium and gourmet versions of this classic brew will gain prominence in 2024. Known for its rich, robust flavor, South Indian filter coffee is experiencing a renaissance as more consumers seek out both traditional and innovative ways to enjoy it.

While filter coffee has long been a staple in South Indian households, its transformation into a gourmet experience reflects the growing demand for artisanal coffee in India. Premium brands are now offering their own take on this traditional beverage, combining the flavors of South Indian filter coffee with modern brewing techniques.

As more brands embrace South Indian filter coffee, its popularity is set to soar in the coming years. The drink’s deep cultural roots, combined with its growing presence in premium coffee shops, make it a key player in India’s coffee revolution.

Artisanal Indian-Origin Coffee

Another trend gaining momentum is the rise of Indian-origin artisanal coffee- with 80.8 percent of experts predicting a rise in popularity for coffee from regions like Coorg and Chikmagalur, India’s artisanal coffee scene is thriving. These coffees, known for their unique taste and craftsmanship, are expected to lead the charge in shaping India’s coffee culture.

Artisanal coffee, which emphasizes small-batch production and high-quality beans, offers a distinct flavor that is often influenced by the region’s soil, climate, and cultivation practices. For Indian consumers, who are increasingly seeking out unique and flavorful coffee experiences, artisanal Indian-origin coffee provides a perfect balance of tradition and innovation.

Anand Jain, Co-Founder of Nothing Before Coffee, comments on the growing interest in artisanal coffee, “Indian consumers are increasingly drawn to experiential coffee, where they not only enjoy their drink but also understand the blends and brewing methods behind it. There’s a growing interest in artisanal coffee experiences, with a focus on trying diverse blends and flavors.”

As Indian-origin coffee continues to gain recognition both domestically and internationally, it’s poised to become a defining feature of India’s coffee landscape.

The Future of Coffee in India

Looking ahead, India’s coffee market shows no signs of slowing down. Customization, sustainability, and technological innovation will continue to drive the industry’s growth, as consumers seek out new ways to engage with their favorite beverage. Rajat Agrawal predicts, “The demand for customization and personalization will remain strong as consumers seek coffee experiences tailored to their preferences.”

In the coming years, Indian coffee drinkers will continue to embrace both global trends and local traditions, making India’s coffee culture one of the most dynamic and exciting in the world. Whether it’s enjoying a cold brew on the go, attending a coffee-tasting workshop, or savoring a cup of South Indian filter coffee, the future of coffee in India is rich, flavorful, and full of possibilities.